Spotlight on the Omni-Customer
Have you thought about how you have adapted given the challenges over the past few months, especially in connection with how you are engaging with the various businesses you interact with in order to run your daily life?
Industries have seen what was forecasted over the next 5 years of digital adoption achieved in the past 4 months. In many cases, this new behaviour is beginning to stick and will require businesses to ensure that they can keep pace with these changes.
Omni-channel has been spoken about for many years and organisations have been working on a strategy to move from at best a multi-channel customer experience service to this omni-channel experience. The difference? Instead of the channels being independent of one another, the channels are integrated and share data to allow customers to move between the various channels seamlessly.
This is all well and good, except take up has not been huge – with many of us continuing to use the main channels of voice through the telephone and email. That was until COVID. Businesses struggled to meet the demands we as customers placed upon them and as a result, we – the customer – had to find new ways to get the information we required to enable us to navigate the new situation.
Whether intentional or not, we have begun adopting various methods other than the telephone to interact with businesses. Diversion to online portals, electric forms, email, web chat and smart phone applications – and sometimes more than one of these in a single session!
As a result, we have seen the rise of the omni-customer; customers who will use all available channels to get the information we need from organisations to support our daily lives – from banking, insurance, shopping, utilities, travel and logistics.
There are some trends business can afford to ignore. This isn’t one of them. Businesses will need to offer services to support the new omni-customer. Those who are unable will struggle, and those that do will thrive.
According to Salesforce, 52% of customers say they are likely to change brands if a company doesn’t personalise its communication with them. When you consider that retaining customers is 5 to 25 times less expensive than acquiring a new customer, taking the time to leverage data and develop digital strategies that align to your customers’ needs and expectations is not only favourable to your clients, it’s business sense.
If you’re ready to transform your CX for the omni-customer, get in touch today.
More about the author:
John Ing is the Customer Experience (CX) Product Owner at ECS. Ing has over 30 years’ experience in the IT Industry across both customer and service facing roles. His passion lies in technology that enables business development and growth and creating value to the customer.